An industry specialist has suggested that marketers should use all the business data and tools at their disposal to improve their search engine optimisation (SEO).

David Hollands-Hurst, an SEO consultant for Pixl8 Interactive, said from a commercial point of view, if local firms are intent on targeting local people, they have to make it clear on their websites and to Google that they are based in a particular region.

He explained that in 2010, Google, Yahoo and Bing are going to put much more emphasis on local search and firms that are local to specific regions will be noticed by these search engines and given prominent search rankings if they are relevant enough.

“Businesses should have a wide search spectrum, but it should be very refined as to what you do,” Mr Hollands-Hurst advised.

He also pointed out that real-time search results from Twitter will also become popular next year, so firms should think about incorporating blogs and social media into their marketing mix.

A recent report from IAB Europe and InSites Consultancy found that 40 per cent of web users give up checking for what they are looking for after the first ten search engine results.

Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing